| One of the things that's often hard to know | | | | opportunity as much as he could, but then was |
| is how and when to be pushy appropriately. In | | | | completely respectful and gracious. It is |
| these hardscrabble times, perfectly polite | | | | also evidence that a letter works, especially |
| people don't stand much of a chance of | | | | when delivered under unique circumstances. |
| getting what they want. However, not enough | | | | Designer Michael Kors was a store clerk, he |
| can be said for making yourself known in a | | | | sold Calvin Klein a ski jacket, and stuffed |
| decent and unobnoxious manner. The key is to | | | | his design sketches into the sleeve as the |
| use your intuition and your brain, both at | | | | jacket was en route to delivery. A |
| the same time, and pray for a little luck. | | | | documentary film director I know who needed a |
| | | | quote from a famous director to help her get |
| When Lazaro Hernandez was a fashion student | | | | grants pulled a similar coup. She found out |
| at Parson's School of Design in New York, he | | | | where Woody Allen lived, then had a copy of |
| had a chance encounter in an airport with | | | | her latest film delivered to his door with a |
| Anna Wintour, editor in chief of Vogue | | | | handwritten note requesting a favorable |
| Magazine. In fact, she was getting on his | | | | comment. He obliged. |
| airplane. Lazaro wasn't so sure he had the | | | | |
| nerve to approach, but one hour into the | | | | Everyone has to start somewhere, even the |
| flight, he could stand it no longer. | | | | rich and famous. So if you can approach |
| | | | politely, preferably through some other means |
| Lazaro wrote a humble note on an airsick bag, | | | | than the front office, your efforts will |
| which explained that he was a fashion student | | | | probably not be seen as pushy but as what one |
| who would soon be looking for an internship. | | | | does to get a break. |
| He noted that she probably got requests like | | | | |
| this all the time, but wondered if perhaps | | | | Part of the reason this works is the honesty |
| someone had given her a chance at the | | | | involved. You are telling them what you need |
| beginning of her career. He also wrote that | | | | up front. So this is very different than |
| he knew she had the power to help him. Then, | | | | talking up a potential contact at a cocktail |
| trembling, he approached. | | | | party with the sole agenda of having them |
| | | | look at your work, or hanging out a health |
| Lazaro stood before Ms. Wintour's seated | | | | club frequented by a certain star so you can |
| figure, and said her name. No answer. He | | | | add them to your list of influential friends. |
| repeated her name several times. No answer. | | | | Those would be considered inappropriate |
| He even crossed the uncrossable boundary and | | | | 'covert agenda' moves that are really looked |
| touched her arm. Still no reply. Finally, he | | | | down upon by the rich and powerful. |
| left his plea under her martini glass and | | | | |
| crept back to his seat. Several months later, | | | | Too often we assume that the way to approach |
| he received a call from a major designer | | | | an industry or a leader is from the bottom, |
| who'd gotten Lazaro's letter from Ms. Wintour | | | | worming your way up through the ranks. A much |
| with instructions that it was not to be | | | | more effective approach is just to go |
| ignored. A subsequent interview proved that | | | | straight to the top, where you very well may |
| he had talent, and Lazaro was hired for his | | | | connect with the person who can make |
| first internship. | | | | everything happen for you. This is why |
| | | | letters are such a good tool for approaching |
| Lazaro not only had great luck to get on an | | | | these people. They can read it in their own |
| airplane with the most powerful woman in the | | | | time, they're not too obtrusive, and if |
| fashion industry, he had the savvy to make | | | | well-written and delivered in a subtle but |
| use of the opportunity. He was ready when his | | | | attention-getting way, they can work wonders. |
| break came with a portfolio of samples he'd | | | | |
| worked hard on, making it the best it could | | | | Important people, just like the rest of us, |
| be. Then he did the most important thing of | | | | do not like to be used. On the other hand, |
| all: he sent Ms. Wintour a thank you note, | | | | most people do like to be helpful, and a |
| which prompted a fax from the woman herself | | | | direct request can be amazingly effective. |
| saying she was glad it all worked out. | | | | |
| | | | ©2004 Suzanne Falter-Barns. Reprint |
| This to me is a fine example of well-handled | | | | permission available. |
| pushiness, in that Lazaro used the | | | | |